PC brands have found themselves in a unique position ever since the rise of AI PCs. The terminology refers to a new class of computers that are equipped with dedicated neural processing units (NPUs) to power artificial intelligence (AI) capabilities and workflows. The chipsets are currently being manufactured by AMD, Intel, and Qualcomm’s Snapdragon. On the other hand, Microsoft is currently managing the software end of AI capabilities, which is integrating its Copilot assistant across the entire Windows 11 operating system.
This means that original equipment manufacturers (OEMs) do not have full control over determining the direction and extent of the AI features in the laptops dubbed AI PCs (or Copilot+ PCs, if they meet specified requirements). Still, OEMs are managing a large part of the experience, such as the choice of components, premiumness of the material, optimisation of the processor, and battery life, is still driven by them. However, when it comes to the marketing jargon of AI PCs, these highlights tend to take a backseat.
Does this mean OEMs are dependent on the narratives set by AI (hardware and software) providers while bringing their devices to the market? And just how can they distinguish themselves from competitors when it comes to showcasing the unique selling proposition (USP) of their devices?
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